Course Syllabus


Harvard University Summer School

2019 Syllabus

MGMT S-6040

International Marketing

Mon-Thurs: 6:30 PM until 9:30 PM

Classroom Location:
Boylston Hall Fong Auditorium


Nicholas Nugent, Ph.D.

Office Hours: before/after class & by appointment
Phone:       603-759-6882


Teaching Assistant
Brad Allen Ph.D.



Course Description:


This course involves the study of the issues involved in identifying, and developing, relationships with international markets. The course analyzes the marketing that occurs across national boundaries. Never before in the history of this country has international marketing been so critically important.


Textbooks & Required Reading:


Global Marketing, 9th Edition

Authors: Keegan and Green

Publishers: Pearson


Course Objectives:

Upon satisfactory completion of this course competency, a student should have the ability to analyze, discuss, describe, and demonstrate the marketing processes and strategies that firms utilize when marketing their products ion foreign countries. This includes American companies marketing elsewhere as well as foreign firms marketing their products here in the USA.


The course will be conducted through lectures, discussion, and case analysis.



Topics, Readings, & Assignments



Introduction to International Marketing.

Scope & Challenge, “Do it”

Keegan & Green: Chapter 1




The International Mktg. Environment

Keegan & Green: Chapters 2-3





Cultural Dynamics / Business Customs

Keegan & Green: Chapter 4

Segmenting, Targeting & Positioning

Keegan & Green: Chapter 7



Int’l Political Environments

Keegan & Green: Chapter 5

Case Study: Marketing to the Bottom of the Pyramid



Global Marketing & The Digital Revolution

Keegan & Green: Chapters 15

Global Marketing Channels and Physical Distribution

Keegan & Green: Chapter 12

Emerging Trends in Global Marketing PPT



Strategy Alternatives & Expansion  

Keegan & Green: Chapter 9

Brand and Product decisions in Global Marketing

Keegan & Green: Chapter 10

Review for Midterm (Project Topics Due: 1 slide 2 minutes)




Midterm Opportunity

Case Study: A Job in Rio




It’s Not Digital Marketing

Emerging Global Marketing Trends

Readings TBA




Global Advertising/Promotion

Keegan & Green: Chapters 13 & 14

Seven Secrets of Successful Globalization   PPT




Strategic Elements of Competitive Advantage
Ch. 16

Leadership and Corporate Social Responsibility
Ch. 17



Project Presentations and discussion. (All Project Presentations Due Today.)

Review for Final Opportunity





Final Exam






Course Policies and Requirements:


  • Attendance in class is required and expected. Missed classes will negatively affect your grade. This is the link to Harvard Summer School policies around Student responsibilities:
  • Students are expected to read the textbook and supporting materials and to come to class prepared to discuss this material, together with any fresh developments reported in the media.
  • There will be an exam at mid-term and a final exam. The midterm will consist of a mix of multiple choice and true-false questions. The final exam will be essay questions.
  • The same Project Group will also prepare an international marketing project proposal (the Project) which will run for the duration of the course and which will have the following deliverables: (i) A presentation to the Class, and (ii) A written report. (See Details Below).



Accessibility Information:


  • The Summer School is committed to providing an accessible academic community. The Accessibility Office offers a variety of accommodations and services to students with documented disabilities. The link to the Accessibility Office is as follows:                







Class Discussion and Participation


Mid-term Exam


Project Presentation


Project Report


Final Exam





The Project:


The project is a marketing proposal for a new, or an existing product or service, to be marketed in a new country. The Project Group will present to the class, and seek their approval to proceed. We will discuss particulars in class. The proposal apply the lessons learned in this course and seek to demonstrate the profit potential of the new product/service opportunity and the problems that need to be overcome in order to achieve success. Final project topics are due by July 23.


The proposal will address each of the following issues: market potential for your product in the national market you are proposing to enter together with a sales forecast for the first 5 years, product sourcing, competition, barriers to entry, political environment, favorable attributes of the country for the product/business, problems anticipated after entry.


The class presentation should last about 20 minutes, using visual aids to bring out the main findings of the project.   It will cover all the issues listed above.


The written report should not exceed 15 pages of double-spaced typescript, excluding tables, charts and references. This report will be submitted prior to the presentations on July 31.  



Academic Integrity:


You are responsible for understanding Harvard Summer School policies on academic integrity ( and how to use the resources responsibly. Not knowing the rules, misunderstanding the rules, running out of time, submitting the wrong draft, or being overwhelmed with multiple demands are not acceptable excuses. To support your learning about academic citation rules, please visit the Resources to Support Academic Integrity (http://www.summer.harvard/resources-policies/resources-support-academic-integrity where you will find links to the Harvard Guide to Using Sources and two free online 15-minute tutorials to test your knowledge of academic citation policy. The tutorials are anonymous open-learning tools. You are also encouraged to visit the Harvard Guide to Using Sources:

MGMT S-6040 syllabus

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